What the US can learn from India

The social media landscape is constantly evolving, driven by changing algorithms and significant developments. One such game-changing opportunity is a potential TikTok ban in the US, which could redefine the country’s social media ecosystem.

Just how big is TikTok?

TikTok has built a huge fan base all these years. According to ABC Newscurrently, TikTok has more than 170 million users in the United States.

India, on the other hand, had a TikTok user base of approximately 200 million users before it was banned in June 2020, which as of New York Times.

Why the US wants to ban TikTok

According to NBC Newsin April 2024, US President Joe Biden signed a law requiring TikTok to be removed from its Chinese ownership and sold to an American company or face a ban. The case has now reached the US Supreme Court.

Concerns about content manipulation and access to sensitive user data by the Chinese government prompted the move, which could lead to a possible ban on TikTok in the United States.

TikTok’s widespread influence in the United States has created a cultural phenomenon that serves as a hub for everything from pop culture trends to breaking news. With growing speculation about its possible ban in the US, users are being asked: what next for TikTok?

So what after TikTok?

Millions of users have spent years consuming and sharing content on TikTok. But with the potential ban in the US just days away, users are turning to alternative platforms like Xiaohongshu, also known as RedNote, a Chinese short video app that has recently gained popularity among Americans as a temporary refuge.

India without TikTok

A similar shift happened in India in 2020, when TikTok was unexpectedly banned overnight, due to Indian government concerns that TikTok posed a threat to users’ data.

Moreover, the ban was triggered by a border dispute between India and China. Along with TikTok, 59 other Chinese apps were also banned. The list included peer-to-peer file sharing app Shareit, popular shopping site Shein, gaming app Clash of Kings and more.

The ban in India pushed TikTok users to move to Instagram, where Reels offered a similar platform for their content.

After the TikTok ban in India, there was a sudden increase in Instagram users. In 2020, Instagram had approximately 1.43 million users, and it moved up to 1.69 million in 2021. In 2024, this number had increased to 230 million users.

In 2025, estimates say that Instagram has 385.4 million users in India.

YouTube also introduced Shorts, their short video format, which further capitalized on the demand for short format video content and reshaped the digital landscape.

For Americans, the prospect of a TikTok-free social media scene may feel daunting, but there are lessons to be learned from India’s experience.

Look east

After the ban, Indian creators and audiences adapted by migrating to alternative platforms, including region-specific apps, almost immediately. The sudden change not only changed user behavior but also pushed brands to rethink their strategies, leading to innovative approaches in audience engagement and communication.

For the US, where TikTok has been instrumental in shaping much of the social media landscape, it will take time for America to get used to a life without the short video app.

However, there is always one jugaad. Ask India.

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